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Mattel Wraps Innovation, Entertainment and Holiday Magic into the Season's Top Toys

EL SEGUNDO, Calif., Oct 19, 2010 (BUSINESS WIRE) -- Mattel Inc., the top toy maker in the world, leads the future of play
with the introduction of this year's hottest toys and games for the
upcoming holiday season. With cutting-edge innovation and excitement
wrapped into the designs of kids' favorite toy brands, products from the
biggest entertainment properties of the year, as well as new
introductions that are sure to delight, Mattel has something for
everyone, even the family dog.

"Mattel has some of the most iconic brands in the toy business," says
Neil Friedman, president, Mattel Brands, "and we succeed in keeping them
relevant year after year, and most importantly at the top of kids'
holiday wish lists, by continually reinventing brands and infusing magic
into every toy."

Lights, Barbie(R), Action! Barbie(R)
Video Girl(TM) Doll is an actual 11 ½-inch
Barbie(R) doll that comes equipped with a video camera lens in her
necklace and a color LCD video screen on her back, allowing girls to
record nearly 30 minutes of footage from Barbie(R) doll's point-of-view.
Free editing software is available at Barbie.com. This innovative toy
offers girls of all ages a new way to play with Barbie(R) doll. ($49.99)

Hot
Wheels(R) RC Stealth Rides(TM) Racing Car &
Power Tread(TM) Vehicles are the first radio
control vehicles that go from a flat carrying case, no bigger than a
cell phone, and transform into a full-sized Hot Wheels(R) remote control
car or tank. Stealth Rides(TM) vehicles' sleek design offers boys unique
portable play in step with the times. ($24.99)

The paw-fect stocking stuffer for the family dog! With Radica(R):
Puppy Tweets(TM) Tag, owners can follow their
dog's everyday activities via Twitter(TM). Owners simply
attach the Puppy Tweets(TM) tag to their dog, download software,
then create a Twitter account for their dog. Puppy Tweets(TM)
captures the pup's level of activity and barking and translates it
into funny tweets. ($29.99)

iXL(TM)
Learning Systemis a dynamic, 6-in-1 smart device for
kids ages 3-7 years that wraps learning and fun into the ultimate
handheld gadget. iXL(TM) includes six great applications: Digital Reader,
Game Player, Notepad, Art Studio, MP3 Player and Photo Viewer for
endless creativity and fun packed in a small but powerful device.
($79.99)

Kids of all ages will be in perfect harmony for the holidays with The
Sing-a-ma-jigs! (TM) - the free-spirited and engaging
plush characters. With each squeeze of their tummies, The
Sing-a-ma-jigs! little mouths open wide to chatter, or sing a song,
and when kids put them all together, they erupt into a harmonic chorus
like none heard before! ($12.99)

The Imaginext(R)
Bigfoot The Monster is a life-like remote controlled monster
friend for kids 3-8 years, with a big personality and more than 80
actions and phrases. Kids can bring BIGFOOT to life with an
icon-driven, easy to use remote; and make him walk, elicit emotion,
fall asleep, throw a ball, exercise and really wow with a somersault
and backwards roll! Interactive touch points on his belly and mouth
make him laugh, eat and even burp. ($99.99)

Movie directors are getting younger all the time with help from the Fisher-Price(R)
Kid-Tough(TM) Video Camera, a real video camera that is
tough enough and easy enough for preschoolers to use! ($59.99)
Fisher-Price brings music to little ears with the new Kid-Tough(TM)
Music Player, a sturdy music player designed just for
preschoolers! Kids will love singing along with the microphone to all
their favorite tunes and can download additional songs from MP3, WMA
and iTunes(R). ($49.99)

This year Mattel has launched a multiplatform tween targeted
entertainment property, Monster
High(TM), which brings together the frighteningly fashionable teenage
descendants of the world's most famous monsters. Monster High(TM) delivers
scary cool content via publishing, web and entertainment vehicles, as
well as an array of consumer products including apparel, accessories and
toys - all within its first year.

With a constant finger on the pulse of today's hottest entertainment
properties, Mattel also leverages best-in-class partnerships with
Disney-Pixar's Toy Story 3, Thomas & Friends(TM) and World Wresting
Entertainment(R) to make the magic of the holidays fun for the
whole year. New twists on traditional role-play help kids act out their
favorite scene and bring their favorite characters to life like never
before.

FOR THE ENTERTAINMENT ENTHUSIAST:

Deck the halls - the halls of Monster
High(TM) - where the descendants of the world's most
famous monsters attend high school. Unwrap Draculaura(TM),
Clawdeen Wolf(TM), Frankie Stein(TM) and Lagoona Blue(TM),
the coolest ghouls in school. Monster High(TM) Doll
Assortment includes fully articulated dolls and accessories. (each
doll $16.99) Complete line of toys, apparel and accessories, and the
first book of the Monster High series are available for holiday
2010.

Buzz in the New Year with theToy
Story 3 Buzz Lightyear Deluxe Action Wing Pack! Kids will feel
just like their big screen hero with the stylish, wearable wingpack.
Push the pack's center chest button and - ZAP - the wings
automatically pop out, wingtips light up and Buzz says his signature
phrases. ($49.99)

Beat winter break boredom with Toy
Story 3 Action Links(TM), the ultimate
"linkable" movie-themed stunt sets that snap together to create an
interactive, adventurous "Toy Story" world! Create chain reactions
where characters fly through the air, zip line to safety and defend
against evil villains! Playsets include two-inch figures.
($14.99-$39.99)

Boys can defeat the monsters all year long with the Cars
Toons Monster Truck Wrastlin' Ring. The final
showdown in the Cars Toon, "Monster Truck Mater," can be relived again
and again with this wrestling ring that features a spinning floor, a
"claw" for scooping up your opponents, and a lever for great flipping
action. ($39.99)

Kids can get up, get active and dance through the holidays as their
fun-loving pal Mickey Mouse comes to life right before their eyes! The
new, innovative Dance
Star Mickeywalks, talks, and dances his way into kids'
hearts, topping off his skills with an "out of this world" grand
finale to one of his signature dances! ($69.99)

For the first time, Fisher-Price teams up with Thomas & Friends, the
world's most popular preschool property, for a new collection of
toys. Straight out of the direct-to-home DVD release Misty
Island Rescue, the Trackmaster(TM)
Zip, Zoom & Logging Adventure(TM)features
a motorized Thomas engine and all-new action includes a thrilling zip
line and motorized logging mill! ($59.99)

Celebrating Dora's 10th anniversary, the We
Did It! Dora doll features a new take on Dora's signature "We
Did It!" song and dance. Kids can dance along as Dora pumps her arms
and sways side to side to the beat! ($39.99)

Kids can make an electrifying entrance on Christmas morning just
like their favorite Superstars! The
World Wrestling Entertainment(R) Electrovision(TM)Championship Beltcombines 450+ frames of animation with
real Superstar theme music, to offer kids an innovative new twist on
traditional role play. One-time adjustable waistline fits kids of all
ages. ($39.99)

FUN FOR THE YOUNG TO THE OLDER:

Boys will really clean up these holidays with Stinky(TM) The
Garbage Truck, new from Matchbox(R).
With over 90 phrases and sounds, Stinky(TM) can tell jokes, eat and even
sing. ($59.99)

Punch up holiday parties with Loopz(TM),
the memory game that gets you moving! Match the patterns of light and
sound by motioning hands through the rings as different patterns
emerge. Loopz(TM) has seven different games and can be played solo or
"head-to-head" competition. ($29.99)

Delight holiday guests with a new twist on trivia. Bezzerwizzer(R),
the game of tactics and trickery, offers 20 categories of questions,
plus stealing and tile-swapping for fast-paced game play. ($29.99)

Kids will be geared up for lots of fun with The
Little People(R) Wheelies(TM) Stand N'
Play(TM) Rampway. Perfectly sized mini-vehicles race along dual,
parallel, colorful winding ramps in a ramp-filled town with tons of
performance-packed vehicle fun that enables kids to interact with
beloved Little People characters like never before. ($39.99)

Mattel, Inc. (NASDAQ: MAT) (www.mattel.com)
is the worldwide leader in the design, manufacture and marketing of toys
and family products. The Mattel family is comprised of such best-selling
brands as Barbie(R), the most popular fashion doll ever introduced, Hot
Wheels(R), Matchbox(R), American Girl(R), Radica(R) and Tyco(R) R/C, as well as
Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide
array of entertainment-inspired toy lines. In 2010, Mattel was named as
one of FORTUNE Magazine's "100 Best Companies to Work For" for the third
year in a row, and was ranked among Corporate Responsibility Magazine's
"100 Best Corporate Citizens." Mattel also is recognized among the
"World's Most Ethical Companies." With worldwide headquarters in El
Segundo, Calif., Mattel employs approximately 27,000 people in 43
countries and territories and sells products in more than 150 nations.